本課程將深入探討國內外文化創意品牌經營,旨在引導學生通過個案實務,解析文化創意產業發展之關鍵因素與挑戰。課程將涵蓋以下主題: 1.文化創意品牌經營概述: (1)了解文化創意產業的定義及範疇 (2)分析國內外知名文化創意品牌的發展歷程及成功案例 2.個案實務解析: (1)探討不同文化背景下的創意品牌經營模式 (2)解析品牌如何在全球市場中脫穎而出 3.關鍵因素與挑戰: (1)研究文化創意品牌發展的核心要素,如創新、品牌定位、文化資產的運用 (2)探討在現今市場環境下,品牌經營所面臨的主要挑戰 4.商務模式分析: (1)深入研究最具優勢的商務模式 (2)分析商務模式在品牌成功中的角色 5.台灣文化創意品牌研究: (1)聚焦台灣文化創意品牌的發展歷程及現狀 (2)探討台灣文化創意產業的優勢與挑戰 (3)以人工智慧(AI工具,如chatgpt及canva設計平台)做為文創產業輔助工具。 本課程結合理論與實務,透過個案研究及小組討論,培養學生分析問題及解決問題的能力,並為未來從事文化創意品牌經營奠定堅實基礎。
《 課程簡介 -- English 》
This course delves into the management of cultural and creative brands both domestically and internationally. It aims to guide students through case studies, analyzing the key factors and challenges in the development of the cultural and creative industries. The course will cover the following topics: 1.Overview of Cultural and Creative Brand Management: (1)Understanding the definition and scope of the cultural and creative industries (2)Analyzing the development history and success stories of renowned cultural and creative brands domestically and abroad 2.Case Study Analysis: (1)Exploring creative brand management models in different cultural contexts (2)Analyzing how brands stand out in the global market 3.Key Factors and Challenges: (1)Investigating the core elements of cultural and creative brand development, such as innovation, brand positioning, and the use of cultural assets (2)Discussing the main challenges faced by brand management in the current market environment 4.Business Model Analysis: (1)In-depth study of the most advantageous business models (2)Analyzing the role of business models in brand success 5.Study of Taiwanese Cultural and Creative Brands: (1)Focusing on the development history and current status of Taiwanese cultural and creative brands (2)Exploring the advantages and challenges of Taiwan's cultural and creative industries (3) Artificial Intelligence (AI tools such as chatgpt and canva design platforms) as auxiliary tools for the cultural and creative industries. Combining theory and practice, this course develops students' abilities to analyze and solve problems through case studies and group discussions, laying a solid foundation for future careers in cultural and creative brand management.
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